Alice Springs is not just a destination; it’s a feeling that stays with you long after you’ve left. Tourism NT has launched a powerful new campaign, Love Letters to Alice, calling on Australians to put pen to paper and express their admiration for the cultural heart of the Red Centre.
Led by esteemed journalist and TV presenter Narelda Jacobs OAM, the campaign paints an intimate and evocative portrait of Alice Springs, as seen through the eyes of those who hold it dear. From proud locals to enchanted visitors, Love Letters to Alice is an emotional tribute to the town’s landscapes, culture, and vibrant community spirit.
A Tribute to Alice Springs’ Timeless Allure
For many, Alice Springs—known traditionally as Mparntwe—is more than just a place. It’s a profound experience where rugged desert landscapes meet a thriving arts scene, and rich Indigenous heritage intersects with modern Australian life. From the tranquillity of the MacDonnell Ranges to the bustling energy of Todd Mall, the Red Centre is a place of stunning contrasts.
Jacobs herself has long been enamoured with Alice Springs, stating:
“Alice Springs/Mparntwe is a place that leaves its mark on your soul. It’s where the land speaks to you, the community welcomes you, and the stories stay with you long after you leave. I’m so proud to share my love for this incredible part of the country.”
Through the campaign, authentic love letters to Alice Springs are being shared, offering a deeply personal perspective on the town’s magic.
A Collection of Heartfelt Love Letters
One particularly moving letter comes from Rona Glynn-McDonald, a filmmaker, musician, and activist of the Kaytetye people. Her poetic reflection captures the essence of Alice Springs:
“Alice, Mparntwe, as I sit in the cold glow of blue light and blurry nights, I hold you close, a handful of desert gold to keep my heart full when I’m far away. I love your contradictions and quirks, a melting pot where first and far-flung languages are spoken up and down the mall. You are motorbike madness meets meditative landscapes. You’re a meeting place where opposites collide and create magic.”
Alongside Rona’s letter, words from Bill Wilcox, Rayleen Brown, and Will Palmer also highlight the deep emotional connection people feel toward Alice Springs. Palmer, in particular, beautifully sums up the town’s spirit:
“You are culture. You are Country. You are home.”
These heartfelt tributes redefine Alice Springs beyond its geographical presence, revealing the deep-seated love and pride shared by those who know it best.
A Campaign to Inspire a Nation
The Love Letters to Alice campaign officially launches in March 2025, inviting Australians to contribute their written tributes to the town. Whether through cherished memories, personal encounters with the land and its people, or a dream of one day visiting the Red Centre, each letter becomes a part of a more lavish celebration of connection and belonging.
Tourism NT has partnered with Qantas and Discovery Parks to engage Australians further to offer an exciting competition. Participants who submit a love letter to Alice Springs will have a chance to win the ultimate Red Centre getaway—a travel package valued at over $7,000, including:
- Return flights to Alice Springs
- Premium accommodation
- Guided cultural experiences
- Car hire for an unforgettable outback adventure
Why Alice Springs Deserves a Love Letter
Alice Springs is more than a postcard-perfect backdrop—it’s a living, breathing tapestry of stories, cultures, and traditions. From the sacred sites of the Arrernte people to the modern-day art galleries showcasing Indigenous masterpieces, every corner tells a story of resilience and beauty.
Outdoor adventurers can explore the grandeur of Ormiston Gorge, Standley Chasm, and the Larapinta Trail. At the same time, those seeking cultural enrichment can immerse themselves in the iconic Parrtjima – A Festival in Light or visit the renowned Araluen Cultural Precinct. Every experience in Alice Springs is a moment worth cherishing.
Join the Celebration
Tourism NT encourages Australians to share their stories and experiences, helping build a nationwide love letter to Alice Springs. Whether you’ve walked its ochre trails, met its warm-hearted locals, or dreamed of standing under its endless outback skies, your voice is vital to this campaign.
To explore the collection of love letters or submit your own, visit northernterritory.com/love-to-alice.
Written by: My Thanh Pham
